Public relations a marketingová komunikace v obchodu s vínem – Bárta Luboš (2014)

The book by JUDr. Luboš Bárta, MBA, an internationally recognized wine expert, titled "Public Relations and Marketing Communication in the Wine Trade," is conceived in the spirit of the times as an "all-in-one". The publication aims to be a clear guide for small, medium, and larger winemakers, wine hotels, and trading companies, serving as a practical manual through which every winemaker can effectively communicate their winery and its products. The book also serves as an original textbook for students in viticulture, marketing, and communications, being a primary teaching aid for professional educational programs MBA and BBA at the Business Institute and other educational institutions. The publication offers a broad theoretical foundation in the fields of public relations and marketing communication, while also being a comprehensive book full of successful (and unsuccessful) specific examples from the Czech Republic, Europe, and the USA. In addition to domestic authorities, the author collaborates with leading foreign experts and institutions, citing the results of the latest research and studies, court rulings, and legal regulations, as well as book and internet publications up to July 2013. It does not offer dogmas and mere definitions but encourages the creation of an independent perspective through the presentation of various opinions on...